Tips for Implementing a Client Focused Culture in Your Firm

Tips For Implementing A Client-Focused Culture In Your Firm

TIP #1:
Realize that exceptional client service is the name of the game. Your law firm exists to serve clients. They pay your bills and if you don’t perform they will take their business to another firm.

TIP #2:
Make a commitment to providing exceptional client service. Not talk or slogans – but action-orientated client-first behavior that become part of the firm’s culture, a habit and part of daily life exhibited by everyone in the firm. In other words, walk the talk. This commitment must come from top management, which must also demonstrate, by example that the firm is serious about providing excellent client service.

TIP #3:
Determine where you presently stand in the eyes of your clients and how they perceive you. Conduct a professional client satisfaction survey to solicit feedback and identify needed improvement areas. Insure that the mail survey or telephone survey is professionally done and that the results of the study are valid, reliable, and meaningful. A follow-up/problem resolution system must be part of the program.

TIP #4:
Based upon feedback received from your clients and your own assessments design and implement a client service improvement program. The program should focus on long-term behavioral change and not just a one-shot quick fix. It should be established as a six to twelve month campaign designed to burn new client-first habits into the fabric of the firm’s culture. The campaign should include:

• A client service improvement plan
• Client service standards
• A kickoff meeting (or series) for all employees sharing with them the results of the client satisfaction survey, the firm’s dedication to exceptional client service, and client service improvement plan.
• An ongoing abbreviated random client satisfaction telephone interview program. (Permanent program)
• A series of client service training workshops for all attorneys and staff.
• Incentives, bonuses, and special rewards for employees that have provided exceptional client service. (Permanent program)
• Linkage of customer satisfaction to employee performance evaluations. (Permanent program)
• Incorporation of client-first in all internal and external communications.
• Design of internal scripts, graphic, and other support vehicles designed to remind employees of the firm’s commitment to exceptional client service.
• Review of results and level of improvement in client satisfaction at the conclusion of the campaign.

TIP #5:
Establish client service standards. For example:

• Phone calls will be returned within 2 hours.
• Be client friendly. Treat clients like you would like to be treated. Eliminate arrogance in manner and tone.
• Answer phone calls by the third ring.
• Provide status updates monthly.
• Send out billing statements monthly.
• Send clients copies of all documents created or received on his or her behalf.
• Ask clients how you are doing.
• Smile – whether on the phone or in person.
• Ask a client their name and always use it.
• Thank clients for their business.
• Go out of your way to make it easy for clients to do business with the firm.
• Do what you promise and when you promised.
• Don’t make promises you can’t keep.

TIP #6:
Ask attorneys and staff to put themselves in the client’s shoes and think like a client.

TIP #7:
Ask attorneys and staff to think about how they would like to treated and service that they expect from others.

TIP #8:
Ask attorneys and staff to make an inventory of positive common sense client service behaviors and have them practice these behaviors until they become common habits.

TIP #9:
Give clients what they want. For example:

• Help clients feel comfortable working with you and your staff.
• Treat your clients with respect.
• Be accessible to your clients.
• Demonstrate that you understand your client’s concerns and you are their ally.
• Ongoing communication and information regarding the status of their matters.

TIP #10:
Hire the best receptionist that you can afford. Invest in training. If you are a small firm consider enriching her job by putting her in charge of client service and have her serve as marketing coordinator. Reward and pay your receptionist well.

TIP #11:
It takes 30 days or longer to form new habits. PRACTICE, PRACTICE, PRACTICE. Celebrate your successes, reward employees, and continually strive for improvement in client satisfaction. Your goal should be 100% client satisfaction.

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